Gen Z is on track to outnumber millennials, and they’re poised to shake up the workforce and the economy. New research from CPC Strategy, now part of Elite SEM, finds that their values and motivations differ from millennials and other generations. So what can brands do to appeal to this up and coming generation?
The firm looked at the shopping habits of Gen Z women, from where they shop to how they discover new products and what motivates them to buy.
“Gen Z women are unlike any generation before them, they value convenience and speed over price and in some cases brand. Brands who don’t understand how to create relationships with them are setting themselves up for a rough ride,” said Dalton Dorné, CMO of Elite SEM, in a news release. “The bottom line is: Gen Z women are coming, and today’s brands should take notice—and take action—if they want to create meaningful customer relationships.”
Using data points from “The 2019 U.S. Forecast on Apparel Shopping Trends” and “The 2019 Amazon Consumer Study” (available April 2019), CPC Strategy created a profile of what motivates Gen Z female shoppers. The following are some highlights:
Where they shop
Sixty-four percent of Gen Z females have purchased clothing from Amazon in the past 6 months—more than brand sites and other marketplaces.
How they discover new products
Seventy-two percent of Gen Z females use Amazon to discover new products or brands—much higher than the industry average of 54 percent of product searches starting on Amazon.
Brand vs. non-brand
Fifty-nine percent of Gen Z females are likely to consider buying off-brand/generic apparel (Kirkland, Amazon Essentials, etc.)—making brands work harder to gain wallet-share.
What they value
Forty-seven percent of Gen Z females value “free and fast shipping” as their #1 reason for buying clothing on Amazon (more than low price)—making speed a top-motivator for purchasing decisions.
What they buy
Thirty-six percent of Gen Z females use Amazon to buy in the category of Electronics, Computers, Office, and 33 percent use Amazon to purchase Health and Beauty products.
How much they spend
Ninety-three percent of Gen Z females spend up to $100 on Amazon every month.
“At the end of the day, there’s a lot to learn from this growing cohort of shoppers and how they will shake up commerce,” Dorné added. “For new and unknown brands, it shows that not only can selling on Amazon offer access to these valuable Gen Z shoppers, but it also means a higher shot at adoption, too. For more established brands, it highlights the importance of cost-effective and efficient shipping practices, as well as the value in up-selling, cross-selling and cross-promoting—especially in the group’s top categories (health, beauty, electronics, etc.).”
Download the full report here.
